LearningFROM THE SECOND BEST

By Bill Barlow

An expert on innovation

Let’s face it we all love

WE LIKE NEWER, BETTER, FASTER, CHEAPER, EASIER & COOLER

innovation

In 1886 Carl Benz patented the first car

BEING THE FIRST ON THE SCENE CAN BE THE

TOUGHEST PLACE TO LIVE. THE WORLD OF

INNOVATION IS FILLED WITH STORIES ABOUT

INNOVATORS WHO HAVE PAVED THE WAY FOR

Other

People’s

Success

Why?Did you ever wonder

IF YOU CAN LEARN HOW TO BE SECONDYOU CAN SUCCEED EVEN IF

YOU ARE THE FIRST

Then it occurred to me

Why being first is tough

• YOU HAVE TO GET PEOPLE’S ATTENTION

• YOU HAVE TO BLAZE TRAILS AND PAVE ROADS

• YOU HAVE TO SELL A NEW IDEA

THAT HAS NO COMPARISON

• YOU HAVE TO FIGURE OUT A LOT OF

INTERNAL BUSINESS LOGISTICS

• YOU BECOME COMFORTABLE IN YOUR INNOVATION

Why being second is easy

• YOU ARE GIVEN A BLUEPRINT FOR SUCCESS

• YOU ALREADY KNOW THE CUSTOMER

• IT IS EASIER TO BE BETTER BY COMPARISON

• YOU CAN EXPLOIT WHAT MATTER MOST TO CONSUMERS

• YOUR VERSION 1 BEATS THEIR VERSION 2

It’s easier to Follow than Lead

COMPETITORS USE YOUR MARKETING

TO SWAY YOUR CUSTOMERS AWAY

FROM YOUR INNOVATION

BEING SECOND TO THE SPACE

HAS A LOT OF ADVANTAGES

To Do?What Are You Going

Here are

a few

tips

What Would Second Do?

• BUILD ON YOUR SUCCESS. INNOVATION GOT

YOU HERE, USE INNOVATION TO STAY.

• ASK YOUR CUSTOMER WHAT THEY WANT

• SEE YOURSELF AS OTHERS SEE YOU

• GIVE YOUR CUSTOMERS WHAT THEY WANT MOST

• DON’T FORGET TO LAUNCH VERSION 2

Stay in for

LearningFROM THE SECOND BEST

By Bill Barlow

bill@billbarlow.comwww.FamousDiscoveries.com